IN A BID FOR the UK’s lucrative 23-35 year-old market, American Express has launched the Blue credit card. Backed by a £5 million TV, poster and press campaign (via Ogilvy & Mather), the creative approach oozes youth-oriented images such as snowboarding. 'It’s for people who haven’t thought about us', admits John de Trafford, Amex country manager for the UK and Ireland. To ensure maximum street cred, a special limited edition of the Blue card has been designed by hip fashion guru Alexander McQueen.